After a difficult year for the UK visitor economy across Leicester and Leicestershire, there is positive news with the launch of a new tourism campaign in time for English Tourism Week (22 – 31 May).
Uncover the Story is an important new destination marketing campaign for Leicester and Leicestershire. It is inspired by the King Richard III discovery story and aims to reveal the remarkable and usual stories behind our many attractions to inspire visitors to explore the area and uncover its treasures.
Leicestershire’s visitor economy has expanded in recent years and in 2019, had an economic impact of over £1.9bn, supporting over 22,000 jobs. Clearly, the pandemic has had a devastating impact on the sector and so it is vital that we support the recovery effort by increasing awareness of our tourism offer.
Launching our own campaign for English Tourism Week will be a much-needed boost to the sector. With nine million trees, a field that changed the course of English history, quintessential market towns and much more, it allows us to showcase Leicestershire’s fascinating stories and wide range of tourism and hospitality businesses.
Person:County Council Leader Nick Rushton
Leicester City Mayor, Sir Peter Soulsby, said: “The discovery of the remains of King Richard lll in Leicester enabled us to uncover a story which captured the attention of the world.
“With 2000 years of history behind us there are many more stories to tell, ranging from the birth of modern tourism through Thomas Cook, to the inspiration behind the careers of Sir David and Lord Richard Attenborough.
“Leicester is home to an incredible mix of restaurants, museums, theatres and unique attractions such as the National Space Centre, and English Tourism Week is a wonderful opportunity to encourage others to find out more about them.”
The campaign also highlights over 40 intriguing Leicestershire stories including where can people dive on shipwrecks in the middle of our land-locked county, or why we have 9 million trees, make bells, have a wealth of royal connections and a field that changed the landscape of English history.